MP

What MP does

MP Cleaning (legal entity MP Srl) is an Italian B2B distributor and provider of professional cleaning, hygiene, sanitization, and ambient fragrance solutions, headquartered in Concorezzo (Monza e Brianza). The company sells detergents, degreasers, sanitizers and biocides, cleaning equipment (carts, mops, microfiber, scrubber-dryers, vacuums), paper and disposable products, air purification systems based on UVC lamps and controlled ozone emission, professional ambient fragrance systems (essential-oil deoprofumatori, stick diffusers, soy candles), floor treatment products, pest control, and specialty items. It also provides HACCP consulting, employee training, and technical assistance. The offering is organized under proprietary brands including EEVO (a codified cleaning-performance methodology centered on the human expert), SPRING AIR (ambient fragrance), MAVERIK, ECOL (Ecolabel-aligned), and DEEP.

The company operates a hybrid go-to-market model combining a direct consultative sales force in Italy, a network of 100+ domestic partners, and international distributors in Switzerland, Czech Republic, Slovakia, and Hungary. It holds ISO 9001, ISO 14001, ISO 45001, HACCP, EU Ecolabel, and Plastica Seconda Vita certifications, which it uses to differentiate in regulated verticals. Founded by Alfonso Pirovano in 1973 in Monza as an automotive-detergent business, the company was re-established in its current form by Massimo Pirovano around 2003 and pivoted into a multi-vertical professional cleaning solutions provider. Revenue is generated through one-time product sales across product categories and through professional services (HACCP consulting, training, technical assistance); pricing is not publicly disclosed and quotes are provided on a custom basis.

The customer base spans Carwash & Car Care, Ho.Re.Ca. & Facilities, Food Industry, Healthcare & Sanitation, and Schools/Public Entities, with 233 active clients/partners and a cumulative 7,000 references processed over its 50+ year history. Marketing is concentrated in trade fair participation (ISSA Pulire, ISSA INTERCLEAN Amsterdam), an EU/Regione Lombardia-funded internationalization program, and a website plus social channels with ~10,000 followers. The company is privately held by the Pirovano family, with no institutional investors, parent company, or public listing disclosed.

Name

MP

Legal name

MP Srl

Website

https://mpcleaning.net

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

MP Cleaning (MP Srl) is an Italian B2B distributor of professional cleaning, hygiene, sanitization, and ambient fragrance products and equipment, serving HoReCa, food, healthcare, carwash, and public-sector clients across Italy and four European countries.

Ownership category

akta.pro rank

Product category

Professional Cleaning Products and Hygiene Supplies

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)

akta.pro secondary industries

Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives) (CRADAKAA), Concentrated All-Purpose Cleaners (Dilutable) (CRAJAMAH)

Keywords

• Professional cleaning products
• Industrial hygiene supplies
• Ambient fragrance systems
• HACCP consulting services
• Cleaning equipment distribution

Headquarters

HQ city

Concorezzo

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Professional Cleaning Products: Sale of professional cleaning products including detergents, degreasers, disinfectants, sanitizers, floor care products (wax, protectants, strippers), and specialized products for various industries.
2. Cleaning Equipment & Supplies: Sale of professional cleaning equipment including trolleys, mops, microfiber cloths, scrubbers, floor scrubbers, vacuum cleaners, and dispensers.
3. Paper & Disposable Products: Sale of paper products (rolls, towels, toilet paper), disposable items, gloves, surgical and FFP2 masks, and single-use bio items.
4. Ambient Fragrance Products: Sale of ambient fragrance products including environmental deoprofumatori, fabric fresheners, stick diffusers, and luxury soy candles.
5. Consulting & Training Services: Professional services including HACCP plan development, employee training, and technical assistance for cleaning operations.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

MP Cleaning manufactures, distributes, and supplies a complete portfolio of professional cleaning products, sanitizers, cleaning equipment, paper and disposable goods, air purifiers, ambient fragrance systems, floor treatment products, and pest control solutions to B2B customers. It complements its product portfolio with HACCP compliance consulting, employee training, and ongoing technical assistance, all backed by proprietary methodologies (EEVO) and certified quality, environmental, and safety management systems.

Product overview

MP is a B2B distributor and provider of professional cleaning products and services operating for over 50 years. The company offers a comprehensive portfolio organized under multiple brands (EEVO, SPRING AIR, MAVERIK, ECOL, DEEP) and product categories. The core offering includes professional cleaning products (detergents, degreasers, dishwasher products), sanitizers and biocidal products (Hygiene & Safety), cleaning equipment (carts, mops, vacuum cleaners, scrubber-dryers), paper and disposable products, air purifiers (UVC lamps, ozone machines), environmental air fresheners (essential oil-based deo-perfumers, diffusers), floor treatment products (waxers, strippers, waxes), pest control products (insecticides, traps, rodent baits), and specialty products (cold asphalt, absorbents, safety equipment). The company also provides integrated services including HACCP consulting, employee training, and technical assistance. Products are distributed across various sectors including Carwash & Car Care, Ho.Re.Ca. & Facilities, Food Industry, Healthcare, Schools and Public Institutions.

Differentiator

Problem solved

Functional benefit

Brands

• EEVO: Primary brand for professional cleaning products, cleaning performance systems, and hygiene solutions. EEVO represents the company's proactive methodology for defining cleaning performance.
• SPRING AIR
• MAVERIK
• ECOL
• DEEP

Products and services

• Prodotti pulizia professionale (Professional Cleaning Products) Professional cleaning chemistry portfolio including dishwasher detergents, degreasers, laundry detergents, descaling agents, bathroom maintenance products, floor care, glass cleaners, car wash detergents, ammonia and bleach, and dosing equipment for B2B cleaning operators.
• Igienizzanti e PMC e Biocidi (Sanitizers and Biocidal Products) Surface hygiene products, environmental hygiene solutions, and hand/operator hygiene products including HACCP-compliant solutions intended for food industry and professional kitchens.
• Attrezzature per il Cleaning (Cleaning Equipment) Professional cleaning equipment including cleaning carts, mops and fringes, cloths and sponges, microfiber and TNT, abrasive discs, single-brush machines, scrubber-dryers, vacuum cleaners, kitchen dispensers, bathroom furniture, bags, and trash bins.
• Carta e Monouso (Paper and Disposable Products) Paper products (rolls, towels, toilet paper), tablecloths, napkins, gloves, surgical and FFP2 masks, disposable dishware, plates, and take-away items for B2B facilities and foodservice operators.
• Purificatori per l'aria (Air Purifiers) Air purification equipment including certified sanitizing UVC lamps, medical-grade air purification devices, and controlled ozone emission machines for environmental decontamination in professional facilities.
• Profumatori per l'ambiente (Environmental Air Fresheners)

Quantifiable outcome

• 7,000+ references processed
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Spring Air (Strategic Fragrance Partner)coreStrategic or Co-development Partner · 1 January 2005Strategic partnership established in 2005 in the ambient fragrance sector for professional and consumer markets. This partnership has enabled MP to offer comprehensive deoprofumazione (ambient fragrance) solutions alongside their cleaning products.
• European Union / Regione LombardiaminorOthersMP Srl utilized regional funding under the Lombardy 2021-2027 program (Axis 1 'A more competitive and intelligent Europe', Specific Objective RS01.3) to participate in the ISSA Pulire trade fair in Milan Rho (May 27-29, 2025) to showcase their complete product range to international audiences.
• Italian and International PartnerscoreChannel Partner/ Reseller/ DistributorNetwork of over 100 partners in Italy and distributors in Switzerland, Czech Republic, Slovakia, and Hungary. All partners share the same values and principles with MP: knowledge and experience form the foundation, with passion making the difference.

Scale indicators8 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Kiehl Group: German family-owned manufacturer of professional cleaning and hygiene products serving building services, HoReCa, healthcare, and industry. Comparable to MP on family-owned SME profile, B2B professional cleaning focus, and proprietary brand portfolio.
• Dr. Schnell Chemie: German-based manufacturer of professional cleaning, hygiene, and disinfection products for institutional and industrial customers. Comparable to MP's broad cleaning product portfolio and consultative B2B GTM motion across DACH-region markets.
• Christeyns: Belgian-headquartered provider of professional cleaning, hygiene, and laundry chemicals serving commercial and institutional customers across Europe. Comparable to MP on full-spectrum cleaning chemicals plus service-and-training model, with broader pan-European scale.
• Buzil-Werk: German mid-sized manufacturer of professional cleaning products and systems for industry, HoReCa, and facility management. Directly comparable to MP on product breadth, vertical segmentation, and mid-market B2B distribution.
• Lysoform Italia: Italian subsidiary of Lysoform group focused on professional hygiene, sanitization, and disinfection products. Comparable to MP's sanitizer and biocidal product lines, particularly in HoReCa and healthcare verticals.
• Sutter Professional: Italian B2B manufacturer and distributor of professional cleaning products, detergents, and hygiene systems serving HoReCa, healthcare, and institutional customers. Directly comparable to MP in product portfolio, vertical segmentation, and Italy-centric distribution model.

Broad incumbents

• Ecolab: Global leader in water, hygiene, and infection-prevention solutions with a substantial professional cleaning and sanitization portfolio for HoReCa, food service, and healthcare. Sets the competitive ceiling MP faces in multinational institutional accounts and represents the scale benchmark in the same product categories.
• Solenis (formerly Diversey): Global specialty chemical and hygiene solutions provider (acquired Diversey in 2023) serving food & beverage, healthcare, and institutional cleaning end-markets. Comparable broad-incumbent competitor with significantly larger scale and integrated dosing/service technology versus MP's regional SME offering.

Others

• Henkel Professional (Bonux/Wernel): Global consumer and industrial chemicals giant operating professional and institutional cleaning product lines via dedicated B2B channels. Adjacent comparison point for MP, illustrating the scale, R&D, and procurement leverage a multinational can deploy in the same product categories MP serves.

Emerging players

• Werner & Mertz: German eco-focused cleaning products group behind the Frosch and green care Professional brands, combining consumer and B2B sustainability positioning. Comparable to MP on certification-driven differentiation (Ecolabel, recycled packaging) and B2B cleaning chemistry, with stronger consumer-side brand equity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/m-p-s-r-l-

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MP